Top 5 Characteristics of a Successful Marketing Program

Ashley Quintana, M.S., B.A.

February 17, 2017

2 minute read

Marketing is an art and a science, a delicate dance of persuasion as well as a carefully calibrated game of odds and statistics. A successful marketing mix will help you reach your marketing goals and put your company in a position where it can easily increase the bottom line and keep growing.

As experts with years in online marketing and internet marketing techniques, these are the best marketing strategies we’ve discovered in successful marketing programs:

1. A good marketing program is agile

The most expensive marketing campaign is useless if your customers don’t engage with it. The best marketing programs are those capable of evaluating their impact, and making all necessary changes to optimize results.

If your current approach doesn’t work, stay flexible enough so you can adjust your approach quickly and get back on track.

2. A savvy marketing strategy is a lead generating machine that can show the ROI

Your marketing may be aiming for increased loyalty, greater brand penetration or a better business reputation, but ultimately it all boils down to generating leads and keeping them coming.

What you want from your marketing strategy is demonstrable ROI (fancy name for “getting your money’s worth”) and a steady stream of qualified leads. If you keep this in mind when creating a marketing plan, it is bound to succeed. If it doesn’t... refer to point 1.

Are you getting the best ROI from your marketing?

3. The best marketing programs inform other parts of the business

There is no marketing in the vacuum - the entire organization must be (at best) involved and (at least) informed whenever there is a marketing program. A “sales and marketing plan” will always be more successful than just following a marketing plan template.

Make sure your strategic marketing team coordinates with your production and delivery departments, that the team is aware of new developments, products or strategies, and that the entire company is aligned towards the same goal: growing.

4. Marketing is engaging

The best sales techniques will be as good as useless if your marketing doesn’t deliver the leads. A successful marketing program makes potential customers want to come to you for value and expertise.

Once their imagination has been engaged and they come seeking solutions to their problems, its up to your sales department to reel them all in.

5. Great marketing doesn't feel like marketing

If we had to choose one out of all the marketing tips going around, it would be this one: Great marketing doesn't feel like marketing. This is why we love inbound marketing so much, because at no point are you actually saying “buy this thing from me”.

Instead, you offer articles and information of value to attract, engage and persuade the customer that they want to come to you.

If you want more successful sales, tips on marketing, or a friendly second opinion on your website, give us a call - we’ll be happy to help.

Is inbound marketing the solution for your business?


Ashley Quintana, M.S., B.A.

Ashley Quintana is a co-founder of Bridges Strategies. In her role, she develops, leads, and executes digital marketing strategies for the company’s growing client base, including a Fortune 500 subsidiary and an NBA basketball team. Ashley’s work can be found in the Hispanic Journal of Behavioral Science, and she is an 40 Under 40 honoree for her leadership in business and community. She frequently speaks at universities, churches, and conferences on marketing, diversity, and business.


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